`100 October 1-15, 2017 Volume 6, Issue 8
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October 1-15, 2017 Volume 6, Issue 8 `100 The 1st The Who’s Who of Indian web publishers participated in this first ever initiative to reward excellence in web publishing. Nineteen came out tops. DI 20 eol This fortnight... Volume 6, Issue 8 ur Cover Story this fortnight is extremely special. While it may look like a EDITOR Sreekant Khandekar Oregular ‘awards story,’ it stands for something much, much bigger. First of all, PUBLISHER October 1-15, 2017 Volume 6, Issue 8 `100 this was the first time websites in English and Indian languages were felicitated for Prasanna Singh their work and initiatives; they were judged on a spectrum of parameters such as EXECUTIVE EDITOR content, brand partnerships and overall user experience. Ashwini Gangal The 1st ASSOCIATE EDITOR Sunit Roy In India, web publishing has been around for over two decades. If that number PRODUCTION EXECUTIVE seems a touch too large, and if web publishing feels like a much younger industry, Andrias Kisku The Who’s Who of Indian web publishers participated in don’t fret. That’s a cognitive error we’re making, collectively. We’re making it ADVERTISING ENQUIRIES this first ever initiative to reward excellence in web publishing. because the business of online publishing is changing every day. Existing players Shubham Garg Nineteen came out tops. are still experimenting and newer ones, some highly specialised, are mushrooming 81301 66777 (M) constantly. All of them grapple with similar issues: What’s better, mobile site or app? Apoorv Kulshrestha 9873824700 (M) How does fake news affect my business? Are these algorithms out to get me? Is video Noida advertising worth it? Nikhil Jhunjhunwala DI 20 9833371393 (M) Mumbai Now, on to my favourite part: at the Digipub Awards, which, mind you, saw [email protected] the participation of almost every major publishing group and website out there, the MARKETING OFFICE brand that swept the show, is a toddler in the universe of web publishing - The B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh Quint. The news platform won five Golds, two Silvers and the Website of the Year (English) title. MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), This reminds me of a Cover Story we published last June. It was an interview Mumbai - 400050 with Raghav Bahl, who runs The Quint along with his wife and business partner SUBSCRIPTION ENQUIRIES Ritu Kapur. He said, at the time, about his decision to jump into the world of online [email protected] news publishing, “I’m ready to pump in whatever it takes to be successful. We’re Owned by Banyan Netfaqs Pvt Ltd and confident and ambitious and want to grow fast and big in our second innings... Printed and published by we still love being in the media business... also, there was a point to prove to the Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, world…” He seems to be doing just fine, I’ll say. Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Ashwini Gangal Cover Design Arti Virmani [email protected] CONTENTS 22 8 VOOT Smart Navigation A look at Voot’s new non-fiction show which embeds digital into the format. 6 15 10 LEVI’S Shaping it Right With this campaign, the denim brand celebrates SOFY TAMPONS KASHMIR RAJEEV RAJA women who have shaped Candid Marketing Warm and Inviting Mogo Man their world on their own The feminine hygiene brand The creative team moves away Sonic branding. Does it work terms. discards subtlety. from showcasing landscapes. for marketers? afaqs! Reporter, October 1-15, 2 0 1 7 5 e SOFY TAMPONS Candid Marketing Feminine hygiene brand Sofy discards euphemism and subtlety, opting for ‘real words’. By Shweta Mulki he feminine hygiene narrative, information that educates girls and And once she becomes aware, she specifically the ad lingo solves their problem in a fun and realises that there’s no stopping her.” Trelated to menstruation, has forward thinking way,” explains Nada. Commenting on the copy-to- come a long way; slowly making an How did the creative team execution process, Sengupta says, adamant transition from predictable interpret this? Bindu Sethi, chief “Before cracking the communication, visual imagery with motifs like the strategy officer, JWT, Delhi, says, “In the team asked themselves - ‘What ‘blue liquid’ and ‘white clothing’, to India tampons are invisible - on the is the single most important thing communication that is more frank, shelves or inside a women’s mind. As that tampons do? Simple, it lets you open and ‘unembarrassed’. an all-women team across planning, get into water while on your period! And, riding this wave of ‘frankness servicing and creative, all we had to Once we identified that, everything in feminine hygiene’ is Sofy Tampons do was mirror our own experiences was simple.” which under its fresh campaign - of using or not using a tampon. While #EmbraceTheNew - claims to have working on the brief, we had our own HAVE THE FILMS DONE launched India’s first commercial ‘Tampon Initiation Moment’. Within THEIR JOB? campaign for tampons. Starting with the team there were two camps - one Narayan Devanathan, group two digital films, the brand uses the rooting for it and the other resisting it, “As an all-women executive and strategy officer, Dentsu ‘inform and educate’ treatment to much like the Tampons ‘all you need team across Brand Agencies, says, “Somebody tackle fears and myths around the to know’ film.” had to start somewhere; Sofy is that product and does so by embracing The category, globally, over the planning, servicing somebody and this is their chosen words like ‘vagina’ and ‘virginity’. years, has kicked taboos and ‘chased starting point. And perhaps that’s all Tampons sales aren’t as high as change’ in its communication. From and creative, that matters. Someone may have a those of sanitary pads in India, but the a Tampax ad featuring Friends star all we had to do problem with the tampon-in-beaker last couple of years have seen tampon Courtney Cox and ads with chirpy as the demo device. Others may have brands move beyond pharmacies pirouetting women in the ‘80s, to was mirror our an issue with the idea that women and trickle into supermarkets and the viral videos by Hello Flo’s ‘Camp own experiences.” even have fun on their minds during general stores in urban India. Sofy, Gyno’, and UbyKotex a few years their periods. Sofy will learn and a brand owned by Japanese FMCG ago, and Bodyform’s ‘bloody tampon’ BINDU SETHI sharpen their message and make it more interesting as time goes by.” The category, globally, over the years, has kicked myths around tampons and launch He also adds, “Like its parent the product too. Instead of being company Unicharm did in another taboos and ‘chased change’ in its communication. overwhelmed by the task, we decided category with Mamy Poko Pants major Unicharm (also the makers of work in 2016, tampon ads have to spark off a conversation that girls pant-style diapers - and its softest MamyPoko Pants diapers), entered transitioned from ‘subtle and cheery’ were dying to have. Their unasked critics will accuse that brand of being India in 2012 with their sanitary to ‘frank and funny’. questions suddenly had answers.” formulaic - Sofy will probably create napkin range. How about the Indian market? Sengupta explains that the first and win this category before the On the timing of this new Sambit Mohanty, national creative film busts every myth a girl has about competition wakes up and decides it’s campaign, Hiroki Nada, brand director, JWT, Delhi, says that the all- tampons and that ‘it does that in worth playing catch up.” manager at Unicharm, says that while girls team working on the campaign a candid way - pretty much like a Kainaz Karmarkar, chief creative tampons have been on the shelf for felt that the challenge was to put locker room conversation between officer (west) at Ogilvy & Mather, some time, no brand has taken the the consumer at ease about a topic girls.’ “This is important, because for feels that the video delivers on its title, responsibility to educate the young they’d otherwise be closed to. “I think someone to adopt a personal hygiene which reads - ‘Everything you need Indian girl about the barriers and they tackled this cleverly by placing product like tampons, she needs a to know about using tampons.’ “You myths surrounding their usage. a product demonstration in a candid personal recommendation,” she adds. cannot fault this communication on “Search volumes have been rising setting,” he adds. On the second film, the team clarity. They have not been shy about and the category is also growing; Sumitra Sengupta, executive explains that “it is about that one girl calling out body parts and explaining hence, we spotted this opportunity creative director and vice president, we all know, who sits by the poolside unabashedly how and why a tampon as a huge potential in the market JWT, Delhi, says, “For the first and can’t have fun because she is works.” n and have taken the onus to share time, we set out to educate, dissolve unaware of the power of tampons. [email protected] 6 afaqs! Reporter, October 1-15, 2 0 1 7 INDIA’S NO.1 URDU NEWSPAPER rediscovered redefined refreshed l VOOT Smart Navigation A quick look at VOOT’s new non-fiction show. By Anirban Roy Choudhury et’s Google it” is the best answer to any question asked Ltoday.